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Go Where Customers Are! HTTP://KISS.LY/PLAYBOOKS
Create Your Playbook Checklists, guidelines, screencasts, speciﬁcations and requirements are just a few ways to make the tasks people do in your company repeatable and scalable. Write It Down.

One way I have worked
around my engineering deﬁciencies has been to hire the skills onto the marketing team. For example, in my last long-term VP Marketing role I hired a front-end designer/engineer to design and code landing pages and a dedicated DBA to build reports and run ad hoc queries. SEAN ELLIS (VP OF MARKETING, LOGMEIN 2003-2007) HTTP://KISS.LY/SEANENG Old School A/B Testing

First Generation A/B Testing Required
engineering eﬀort so it took days to get experiments started. Marketers were unable to run enough experiments. People who ﬁgured out how to experiment faster, got more growth.

Second Generation A/B Testing A
single line of JavaScript installed once and experiments start in seconds. Marketers can now run many types of experiments on their own. Fast growth is becoming more common.